The London skyline took on a brand new look last night, as the lettering on the OXO Tower’s iconic facade was replaced by the famous PlayStation® circle, cross, square and triangle symbols to mark the global launch of the new PlayStation®4. The activity has already attracted 14.3 million views on Twitter within the space of less than 24 hours.
The giant symbols, an iconic reflection of PlayStation’s unique gaming history, are made up of 72 neon light strips in the trademark red, blue, green and pink colours, and were switched on to celebrate the global launch of the PS4 and the arrival of PS4 Lounge #4ThePlayers in Covent Garden.
The audacious take-over was conceived by Fever and Manning Gottlieb OMD in partnership with the UK PlayStation team as a way of announcing the arrival of the PS4™, and acting as a beacon to an exclusive celebrity launch event.
This is the first time in the OXO tower’s 85 year history that any amendments have been made to the lettering featured on the tower. The OXO Tower transformation took place over a four day period and saw a team of six abseilers scaling the tower from heights of 58 metres to secure the symbols, weighing in at 97kg each, on the North, East and West facing sections of the tower.
The celebrity launch event took place last night with a star-studded preview event that saw a whole host of celebrity gaming fans attend including, Jonathan Ross, McBusted, The Wanted, Professor Green, Dizzee Rascal and a DJ set by Pixie Geldof.
The launch activity doesn’t stop there, the PS4 Lounge #4ThePlayers in Covent Garden is open to the public from the 15th November to 1st December and will give gamers the chance to road test the new console, in the run up to it going on-sale on 29th November. If you want to take part in the PS4 Lounge #4ThePlayers or to register for any of the events taking place, head over to www.facebook.com/playstationaccess